Reach young consumers using the mobile channel
via: MobiThinking
In the light of the opinion voiced by youth marketing expert Ian Stewart, head of Asia, Friendster (ex Coke and MTV), in this insightful interview on mobile marketing to teens in Asia, mobiThinking asked:
What needs to happen to make mobile a viable channel to reach the youth segment – i.e. teens, students, school leavers, graduates? What follows is a summary of the responses received back from experts around the world. These fall neatly into two categories:
A) Five things you should know about mobile and youth
B) Eight tips for successful engagement with young people via mobile
A) Five things you should know about mobile and youth
1) Mobile data charges are too expensive for teens
* Stewart’s observation about Asia, that a) mobile should be an excellent channel to reach young people, but b) mobile data is too expensive for them, is echoed by experts elsewhere:
“I think it is a worldwide issue. Teens are avid mobile users and early adopters of new services, but most teens have less disposable income than adults, making the cost of messaging and mobile Internet access a hurdle to be overcome. It’s an issue that goes beyond just the teen audience. Some of the carriers have lowered costs, particularly for messaging, but prices are still too high for mass-market adoption of mobile Web access,” says Noah Elkin, senior analyst at US-based eMarketer.
read full article here.
